Table of content
– I have the required marketing expertise, but how do I sell it?
– What type of clients exist in marketing services?
– What kind of pricing model can help me grow my business?
– How do I convert prospects into clients the right way?
– Can I bring clients exactly where they want to go?
– How to create a client base?
So you sell marketing services and want to ride the online revolution. There are various services that may fit under that marketing umbrella and you know there’s a market for helping people do better online.
But your sales process to attract those people may be unorganized, unpredictable or you may not have a process at all!
I have marketing expertise, but how do I sell it!
– First, you must know your potential client’s needs.
– Second, set your pricing according to the business problem your prospective client is facing.
– Third, develop a sales process that allows your prospective client to make decisions quickly and confidently.
Through this article, we aim to give you a structured baseline on how to think about selling your marketing services more effectively. Let’s get started.
To start with the beginning, questions that usually pop up are:
What’s the most effective sales strategy for digital marketing services?
How should you start thinking?
I think there are two important points here:
The first is to remember that the person buying your marketing services is but a human. There’s an actual person looking to make this buying decision and he/she can reflect a variety of target groups on the basis of age, gender, social status, and interests, but at the end of the day, it is a person trying to make the decision. Any information you offer is designed to help this person make that buying decision as quickly and as safely as possible.
The second major point is to remember that your best client is doing business / working for a business already. So there’s some level of expertise that already exists, and they’re trying to optimize that web presence.
How to identify and differentiate the client types!
Newbie: The beginning client already has a business model thought through, but their web presence may not be integrated into how commerce is typically done, so they may use the phrase, “We need more clients to know about us.”
They’re trying to use a web presence to push beyond their established organic opportunities. So for them a web or a social media presence means an expanded reach.
The client in the beginner stage knows that they don’t have all the infrastructure they need, and they’re willing to make the first investment. It now becomes your job to quantify what that core investment needs to be and what they can expect from that initial investment of time, energy, and money.
Seasoned: The intermediate person has most likely made the initial investment, but it turned out to be an imperfect one. They would have gone through multiple attritions which resulted in small failures via which they must have learnt the basics. This is probably some version of a break/fix that needs to happen in their world.
All they need from you is to look at their website and communication setup and fix what’s breaking so it happens more efficiently and they can begin to depend on it more. Do you know what I mean? The intermediate person more or less is looking for a break/fix solution.
Experienced: The advanced client is looking for speed. They already have a working setup and know how it works, but now they want it to work faster. They now have metrics in place to measure speed and so they start using terms like ROI (return on investment) or ROAS (return on ad spend).
They’re comfortable spending money, and they know they may have to make a significant investment, but there’s a way that they measure the investment when it comes back. And so you’ve got to be willing to look at their situation, see what has the most opportunity for return on it, work on new trending experiments and measure the return.
What kind of pricing model can help me to grow my business?
You can choose from hourly work, project-based work, and retainer-based work models, as they relate to your clientele and your business.
Now let’s talk about what you have to do to plan your own pricing and not go behind market standards? Then you need to consider 3 major points on the basis of which you can decide how you can scale your business and make profits authentically.
Scope: You have to be willing to take on more scope. Take on simple projects and enlarge it’s scale. So instead of managing one content piece or 10 content pieces, maybe you are managing a thousand or 5,000 content pieces. Larger scope also allows you to drive the price up.
Complexity: If you want to drive the price up, you’ve got to think and take on complexity. Maybe you’re managing fewer pieces of content, but the topic is rocket science. Well, that’s more complex, and that allows you to turn the price of your services up.
Opportunity: Another element that allows you to charge more for your prices is opportunity. It could be a matter of revenue or one of cost. If there’s an opportunity in the marketplace that your client is aware of and your digital marketing executions can help them acquire that opportunity, well, that’s worth revenue to them.
Once they know that if they don’t do something in the marketplace, it’ll cost them money, if there’s some sort of marketplace repercussion if they don’t do this thing, they’re aware of that cost. Your saving them from that cost, again, allows you to turn the price up.
So if you want to charge more for your services, be at the high end of the band. As you think about working with clients and finding a price point that makes sense, all of these options need to be considered, because at the end of the day you’re trying to solve the problems facing your client.
If your client has challenges that drive the price up, so be it. If your client has efficiency that keeps the price more moderate, so be it. What’s most important is that your pricing reflects the scenario your client is experiencing.
How do I convert prospects into clients for marketing services!
What might a mechanical step-by-step process to sell your digital marketing services, look like? Well, the basic process begins by identifying the right people. From there you make contact, that contact leads to a conversation, and that conversation becomes a closed sale. This is pretty much how the process works.
Now the mistake we make is that we normally have the wrong mindset as we move through these steps. Let’s look at how you should be thinking as you take each step.
Identification: When you identify people in the marketplace whom you may be able to serve, what you’re looking for are problems you can solve. These are people with an existing web presence, and you can tell by looking at their web presence that something is not 100%; something could be improved. There’s something about their scenario that reflects a problem to you.
Connection: So when you reach out to make contact, the offer that you’re making here is an offer to have a conversation. So if they have this problem, “Hey, would you like to talk about it?” That’s all you’re trying to get done. You’re not trying to sell in this contact. You’re just trying to see if a conversation makes sense.
Interaction: When you talk to that person in this conversation, you are confirming that the issue that you think exists actually does exist. If you’re correct and the issue exists, then you can move forward. If not, then you should try to understand what’s really going on so you can propose the next course of action. This conversation is about confirming, not forcing their hand to move forward as a client.
Solve the problem: When they decide to become a client, when they decide to close, then the work begins immediately. You don’t introduce any other bureaucracy; just get started solving a problem that you thought existed in the first place.
Now, the timeout for brief sanity checks here. I know that what you’re looking at here looks really, really simple. We under-appreciate how simple and how elegant the sales process can be.
The number one mistake that we make is trying to force people down this chain of events. We’re so focused on making our sale, hitting our numbers, getting that closed deal, that we don’t leave enough space for the person on the other side to move down this process with us. So yes, this process can be quite simple, but it’s really important to navigate it in a professional way so that both parties can be comfortable with the conclusion that’s made in the end.
Take your client exactly where they want to go!
So if you’re excited, you’re focused and you want to start attracting clients right now, what do you do? Well, I would like to emphasise that it’s time to build your personal brand. In the digital world you might get lost if you don’t focus on building a credible online presence, and for that I recommend that you should first create your Protonn profile, the beauty of the platform is you have the freedom to build your entire business online, right within one seamless platform.
The platform helps you to create personalised videos for your clients where you can add a pdf file of your lessons/case studies and explain it in your own voice! The best part is that you don’t need any experience with web design in order to get up and running. The platform is designed to facilitate building, marketing, and connecting to clients in a more structured manner, resulting in better client experience. Who doesn’t want that! You definitely don’t want to loose your client once they have shown interest! And this could be your best shot!
Now build your client base from scratch
Now that you have created your personal brand presence online, start to share your protonn profile link with your prospects clients and start with low hanging fruits like
Go with friends and family. There are people in your network who know who you are, who respect what you do, and it makes sense for you to reach out to friends and family first to get your initial point of momentum.
Use social media. You have people who follow you, who have connected with you, who are in your online networks through Linkedin, Instagram, Twitter, TikTok and it just makes sense to leverage those networks first to build on your initial momentum.
Use marketplace: There is a variety of them, and they’re all designed to put people in front of you who are ready to make the buying decision, and so you can bid on that work and get your initial thrust of opportunities from platforms like Upwork.
Build your own private community: You can leverage the power of community by getting all your clients in a common platform to interact and socialize with each other which can also ensure client stickiness to your services for a long term.\
Well you may think there still could be some nuances? Yes. Are there complexities? There certainly can be. But whatever process you choose to go forward with, what’s important is the essential insight that you’re using your process to help the prospect client to make a buying decision. The easier you make the decision, the faster they can say, “Yes,” and work can begin. Best of luck!